New Zealanders have become less tolerant towards offensive language in broadcasting, with slurs and terms targeting racial groups and specific communities still the most unacceptable, according to new research.
According to the Broadcasting Standards Authority's latest language that may offend in broadcasting survey, softening attitudes towards offensive language in broadcasting had been partially reversed.
More than half of the words assessed were now seen as less acceptable in broadcasting than they were four years ago. However, the BSA said tolerance levels were still "relatively high" in the long term.
Racial slurs targeting specific communities were again seen as the least acceptable. The N-word was again the least accepted word, with 70% of those surveyed deeming it totally unacceptable in broadcasting, up from 65%. A variant of the word was the second least tolerated at 67%.
The C-word, long seen as totally unacceptable by many, was third, with 66% of people – up from 57% – finding it totally unacceptable.
"This and other terms related to misogyny saw particularly sharp rises in unacceptability – likely influenced by recent public debates and increased visibility in political contexts."
The BSA also saw changes in the way people perceived blasphemy, with the phrase "Jesus f***ing Christ" seen as totally unacceptable by 53% of respondents (up from 46%).
Of those surveyed, Pacific peoples were least accepting of strong language in air, while Asian New Zealanders had a "lower than average acceptance" for general profanity.
Older men were generally the most tolerant to offensive language, while older women were the least.
Strong language was least accepted in broadcasts with a host or presenter. These included talkback radio, sports commentary or factual programming, and in programmes before 8.30pm.
Strong language was more tolerated in comedy, TV drama, music, and reality TV – still depending on programme timing.
"Tolerance for strong language in reality TV has grown significantly in the last four years," the BSA said.
BSA chief executive Stacey Wood said the latest survey results reflected New Zealand's evolving attitudes.
“Attitudes are constantly evolving. While the past four years have seen a rebound in objection to strong language, this is set against a long-term softening in attitudes since our first survey in 1999.
"Back then, the word ‘bugger’ in a well-known ute advert sparked national outrage – but this has long since dropped from the ranks of most offensive words.”
She said the results reinforced why tools like classifications and audience advisories continued to be used.
“Strong language is seen as more of a problem before the 8.30pm ‘watershed’, when it’s more likely to be encountered by children, and perceptions of offensiveness vary markedly according to programme type.
“This underscores the importance of audiences making informed choices about what they watch and listen to."
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